Forklifts, French Espresso, and the 4-Day Shopify Sprint

Forklifts, French Espresso, and the 4-Day Shopify Sprint

From Type A: Unhinged by Type A Unhinged

March 23, 2026 · 25 min · Episode 12

About this episode

Nicole Williams shares her journey from private equity to ecommerce and sports management, highlighting her 'Whatever it Takes' mindset.

“Everything is figureoutable.” That is the mantra of today’s guest, Nicole Williams. Nicole is a Type A powerhouse who transitions between high-stakes worlds like a pro, from the calculated environment of Private Equity to building high-end ecommerce sites and serving as the CEO and Board President of USA Dodgeball. In this episode, we audit the “Whatever it Takes” mindset that defines Nicole’s career. We dive into the legendary 2015 Wine Opener Incident, where she stood up a full Shopify store, managed affiliate marketing, and launched a Black Friday campaign in exactly four days. All while learning how to operate heavy machinery in a warehouse. Key Takeaways from the Audit: The Forklift Pivot: Why being a logistics brain means rolling up your sleeves (and hopping on a pallet jack) when the 90-degree demand wall hits. The 4-Day Sprint: How to leverage no sleep and French espresso to build a brand from scratch under impossible deadlines. The Business of Dodgeball: How Nicole is using her PE background to turn dodgeball into a professionally recognized, Olympic-caliber sport. The Nicole Stack: A look at her technical toolkit, including the Pomodoro timer, Notion, and her Pocket AI…

People in this episode

Host: Type A Unhinged

Guest: Nicole Williams

Topics covered

  • ecommerce
  • entrepreneurship
  • logistics
  • marketing
  • dodgeball

Keywords

  • Shopify
  • ecommerce
  • logistics
  • dodgeball
  • entrepreneurship
  • marketing
  • French espresso

Mentioned in this episode

Organizations: USA Dodgeball

Products: Shopify

More episodes of Type A: Unhinged

Explore listener stats, chart rankings, contacts and more on the Type A: Unhinged podcast page.